Just a quick thought- I’ve been hearing and reading stories of marketers that are having problems conducting user-driven campaigns. A lot of this confusion seems to stem from the fact that companies are treating people like unpaid creative directors, and are expecting them to create :30s or print ads around products, and then fret that the results don’t accurately reflect the brand. Some of the thinking on this has been along the “You get what you pay for” line of thought, but I actually think that is secondary. Question: When was the last time you filmed a :30 to tell a friend what you thought? Or created a large visual with compelling copy? Users don’t speak in ad units, but the expectation is that non-traditional creative will be carried by traditional media, which is a large part of the disconnect. Most videos on YouTube aren’t :30 seconds long for a reason- people are done when they’re done, and though 99.9% of what is created is of middling/poor quality, it is far more genuine. The trick lies in loosening the creative restraints, and looking at vehicles that users are comfortable with already, not just in terms of media, but especially in format.